Flywheel Model VS. Funnel: Change the new marketing paradigm.

Have you ever felt? How much money is poured ... like adding water to the leaky tank.

For many marketers or business owners, pictures of "Marketing Funnel" or "marketing cones" are probably familiar. We are dedicated to the budget and enormous resources to pull the Strangers into the mouth of the cone, trying to make them a great interest (Leads) and ultimately pushed the force to make them decide to be a "customer" at the end of the cone.

Sounds good, right? But in reality Many times it feels like we are chasing after something that is never end. We got a new customer ... and then finished. All new starting processes Customers who have paid for us are easily forgotten. Become only Funnel's "final result" that does not have a role. It's like trying to add water to the leak tank all the time. The more you add ... the more leaks. We are tired of finding new customers. Until forgetting that old customers are the most powerful treasure

[Prompt for illustrations: Compare graphics The water tank with large leaks with water (represents budget/customer) flows out non -stop. Even if someone tries to pour water from above Conveys the old Funnel's waste effort]

Why is the marketing cone not enough in this era?

The problem of Marketing Funnel is not "wrong", but it is "incomplete" for the current marketing world where consumer behavior has changed completely. The main reason that this concept has become more "blind" is::

1. Look at the customers as "results", not "assets": Funnel's heart is to change strangers into customers. When trading occurs The mission is considered finished. All the power and motivation created throughout the route ... immediately stopped. We do not use the satisfaction of customers in driving the business.

2. It is a straight line and has "End": Funnel has only one direction from top to bottom. When the customer arrived at the destination There is no clear route to make the service team or take care of customers after sales. Became a department that has to wait for the "problem solving" rather than a team that "Create growth"

3. Create a wall between the team: Funnel causes the division to be too clear. The Marketing team finds Lead, the SALES team closes, the service team takes care of customers in the backyard. Each team has their own goals. And often without passing the "power" or "momentum" between them, causing the customer experience to not continue and create unnecessarily friction. If you are interested in the differences between the Funnel of these two teams, read more at SALES FUNNEL VS. Marketing funnel to understand more deeply.

4. Loss of energy in vain: all the energy used to change strangers to be a customer that is confident in our brand. Should be used for further use, but Funnel allows the energy to "break down" disappear at the end of the process

[Prompt for illustrations: Corporate layout images divided into 3 clear boxes (Marketing, Sales, Service) with a thick wall. And have a straight arrow running from Marketing to Sales and go to service and then stop at the destination]

If you let the "leak" continue ... What will your business find?

Adherence to traditional funnel models without adjusting May affect your business more than you think in the long run. And this is what may happen:

The cost of finding new customers (CAC) is steadily: when we are unable to take advantage of old customers to create new customers. We therefore have to throw money on marketing and advertisements to find new people. Come in all the time In an age that advertising is more expensive every day This is a unfortunately burning money.

Miss the opportunity "gold" from telling: Happy customers are your best "marketers". Letting them disappear after buying Is to leave the opportunity to be born Word-OF-Mouth Marketing or Tell Marketing Which is the most powerful and reliable channel

Low Customer Lifetime Value (LTV): When we do not plan to take care and build relationships with customers in the long run. The opportunity for him to come back to buy repeatedly or use other additional services is reduced, causing each customer's LTV to not grow as it should be.

The growth of the "ceiling" business: When your growth is tied to the marketing budget only It will reach the "saturated" point. You can no longer inject more money to create leaps. Because your only engine is "Finding new customers"

[Prompt for illustrations: graph on one line (Cost of new customers - CAC) is continuously rising. Another line (business growth) runs up and then starts to flatter (Plateau) communicate the ceiling growth]

Turn the game with the "Flywheel Model", transforming customers into a "fuel" of the business.

So what is the solution? The answer is to change the paradigm from the "Funnel" which has an end to " " Flywheel Model " , which is a concept that was published and pushed by Hubspot, a world -class marketing platform.

The heart of Flywheel is to see "customers as the center" and every part of the business must work together to create a great experience. Until the customer is satisfied and becomes a "force" that causes this wheel to rotate faster and stronger Resulting in a sustainable growth cycle, with Flywheel consisting of 3 main steps that continue working in a circle:

• Attract (attractive): is to create useful content and solve problems for the target audience. To attract them to come to us willingly Not sub -advertising
• Engage (building relationships): is to make communication and trading with us to be "easy" and "the most impressive" focus on creating the best relationship and giving out customers.
• Delight (provides maximum happiness and satisfaction): is to fully care and support customers after sales. Beyond expectations To make them become successful and true customers

The beauty of this model is When we do the Delight steps well, happy customers will become "force" (force) help "tell" and "recommend" others to enter the Attract step automatically, making our flywheel faster. With the power of the customer itself Read more about this concept directly from HUBSPOT: The Flywheel Model for more deep understanding.

[Prompt for illustrations: Beautiful infographic images "Flywheel" with 3 parts: Attract, Engage, Delight, rotating around the core with icon. "Happy customer" in the middle with arrows that show that customers from Facebook Delight return to the force to follow the attctor]

Examples from the real thing: when Hubspot uses Flywheel to drive himself.

No one will describe the power of Flywheel as well as those who use it seriously until successful. Hubspot itself. In the past, they used the funnel models like other companies. But when they switched to Flywheel, everything changed.

Attract: Hubspot does not just focus on selling software. But they created "Knowledge", enormous size, E-Book, and Hubspot Academy, to attract marketers and business owners around the world to learn and solve their own problems. This is an enormous gravity.

Engage: They have free tools (Hubspot CRM free) for people to try. Makes the beginning easily and without friction Their sales process also focuses on consulting. (Consultative Selling) to find the best solution for customers. Not just trying to close the deal

Delight: This is the most powerful point. They have a strong Customer Success team, with excellent knowledge base. Strong user community To help each other These successful customers become Evangelist, who suggests and tells about Hubspot to others willingly, making Hubspot's Flywheel fast and strong to become a market leader successfully.

Compare the differences of these two more models from The Marketing Bender that provides interesting views.

[Prompt for illustrations: HUBSPOT website model with various elements, such as the blog page, free course page, and Forum Community To show an overview of ecosystem created according to Flywheel]

How do you want to create your own Flywheel? (Can be used immediately)

Changing from Funnel to Flywheel is not just changing the diagram. However, changing corporate culture. However, you can start from a simple step. That can be adapted immediately:

1. Specify "Forces" and "friction":
- What is the thing that customers like the most in your business? (Such as quality products, fast service, useful content) This is what you have to "do more" and "do better" - friction: Which points in the process that make customers feel frustrated, delayed or confused? (Such as the website is difficult to use, contacting back, complex payment procedures) This is something that you have to "reduce" and "eliminate". The user journey mapping will help you see the overall and find these points more easily.

2. Focus on creating "Delight" experience:
- Think about what you will do. "Beyond expectations" to customers after sales? It may be just a small matter, such as sending emails. Thank you with the secret to use, having a system that responds quickly and cares. Or creating an impressive Customer onboarding for SAAS business

3. Break the wall between the team:
- arrange for the Marketing, SALES and Service team to talk more. There may be a shared goals about "customer success", not just sales. When everyone looks at the same goal, the Flywheel faster, working together will be enormous.

4. Measure the important thing:
- Change from only conversion rate to measure the happiness of customers, such as Net Promoter Score (NPS), Retention Rate, and the number of customers from recommendations (Referral rate)

[Prompt for illustrations: The white board images are divided into 2 columns "Forces" and "friction" with Post -it Note. Is an image that conveyed brainstorming to improve business]

Questions that people tend to wonder (And the answers cleared)

Question: It means that we have to throw the Marketing Funnel, right?
Answer: Not necessary! We can also use Funnel as a "part" in the analysis and improvement of each step of the Flywheel. For example, we may use Funnel to see the conversion rate in the "Engage" process to find a way to reduce friction. But the key is to see that it is just a tool in the big picture of Flywheel, not the last goal of everything.

Question: Flywheel Model, which type of business? B2B or B2C?
Answer: Suitable for "every" business that tells and satisfaction of customers is important. Whether you sell software (B2B), sell coffee (B2C), or do service business. The principle of creating a good experience in order to change the customer into a true fan can be adapted.

Question: How can we measure the speed of Flywheel?
Answer: You can measure from 2 main factors which are 1) the growth rate of various indicators That you give importance, such as sales, the number of new customers from telling, the rate of return and 2) the speed of you eliminate "Friction" can be removed from your various processes.

Question: Is the Flywheel starting to use a lot of investment?
Answer: Not always. The best starting is to change the "Mindset" and "culture" in the organization to look at customers as the center. A little improvement in customer service or adjusting the complicated steps to be easier May not have to spend money at all But has a great impact on customer experience

[Prompt for illustrations: Image icon, large question mark With a small icon about Funnel, B2B/B2C, and the graph.

It's time to change the "cone" into a "wheel" of growth.

At this point, I believe that you should see the picture why Flywheel Model is a new and powerful paradigm for the current marketing world. Changing perspectives from "Customers are the last result" as a "customer is the most important fuel" is to unlock the true sustainable and strong growth potential.

The customer's journey does not end at payment. But it just started Investment in their success and happiness Is the investment that provides the most worthwhile return Because a happy customer will not only stay with us for a long time But will also bring new customers Come to us endlessly Make your business wheel spin faster and no holiday.

Don't wait! Let's go back to explore your business today. Try to find "friction", just 1 thing that you can get rid of or find "force" only 1 that you can do. A small change today may be the beginning of the big growth wheel in the future!

If you need an expert to help you analyze and change various processes To reduce friction and increase your business to grow in accordance with Flywheel Model. Consult the Vision X Brain team today to upgrade conversion and create sustainable growth for your business.

[Prompt for illustrations: Powerful graphics showing cone (Funnel) gradually transforms into a bright and fast Flywheel. Conveys a paradigm change]

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